Redesigning the website for the Marshfield Hills General Store felt less like a project and more like tending to a beloved town square. I’ve been stopping in for my morning coffee there for years. Working from home means my “water cooler” is a real wooden counter, and my coworkers are whoever’s debating the weather near the pastry case. Somewhere between cream and sugar, Tish realized I could help her reimagine the store’s online presence.
Owned by Steve Carell and his wife, and managed day-to-day by her sister Tish Adams, the store has a personality all its own. Tish wanted the new site built on Shopify, giving her the flexibility to easily sell curated goods online whenever inspiration struck. The goal was to create something that felt as warm and layered as the store itself, while also being practical and easy for her to manage.
I spent time photographing the nooks and shelves, the porch, the chalkboard signs, and the everyday choreography of regulars coming and going, weaving those images throughout the site so visitors could almost hear the bell on the door. I also became the unofficial “staff photographer” for the annual summer event affectionately known as “The Thing on the Porch,” when the local radio station broadcasts live from the front steps, interviews Steve, and the line forms for selfies that stretch down the sidewalk like a small-town premiere.
The store’s community spirit spills into other traditions as well, including the annual “Run for the Hills” 5K, for which I’ve designed the logo for many years. The race supports charities close to Tish’s heart, extending the store’s impact far beyond coffee and conversation. Being part of that ecosystem, both online and off, has been a reminder that sometimes the best branding projects start with simply showing up every morning.
